1. How believable the AUDIENCE PERCEIVES the speaker to be…

2. SOURCE CREDIBILITY How believable the AUDIENCE PERCEIVES the speaker to be … Speech Success Source Credibility

3. SOURCE CREDIBILITY Major Factors Source Credibility Major Factor

4. SOURCE CREDIBILITY Major Factors Source Credibility Major Factor Speech Effect Source Credibility

5. SOURCE CREDIBILITY Major Factors SC Major Factor 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL

6. SOURCE CREDIBILITY Major Factors SC Expertise 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Intrinsic b. Derived

7. SOURCE CREDIBILITY Major Factors SC Expertise 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Intrinsic b. Derived

8. SOURCE CREDIBILITY Major Factors SC Trust 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Legitimate Bias b. Illegitimate Bias

9. SOURCE CREDIBILITY Major Factors SC Trust 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Legitimate Bias b. Illegitimate Bias

10. SOURCE CREDIBILITY Major Factors SC Goodwill 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Understanding b. Empathy c. Responsiveness

11. SOURCE CREDIBILITY Major Factors SC Goodwill 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Understanding b. Empathy c. Responsiveness

12. SOURCE CREDIBILITY Major Factors SC Goodwill 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Understanding b. Empathy c. Responsiveness

13. SOURCE CREDIBILITY Conditional Factors Source Credibility Factor

14. SOURCE CREDIBILITY Conditional Factors Style S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness

15. SOURCE CREDIBILITY Conditional Factors Power S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness

16. SOURCE CREDIBILITY Conditional Factors Similar S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness a. Issue Irrelevant b. Issue Relevant

17. SOURCE CREDIBILITY Conditional Factors Similar S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness a. Issue Irrelevant b. Issue Relevant

18. SOURCE CREDIBILITY Conditional Factors Phy Att S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness

19. SOURCE CREDIBILITY All Factors SC Factors 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL 4) DYNAMISM 5) POWER/AUTHORITY 6) SIMILARITY 7) PHYSICAL ATTRACTIVENESS Factors S C